Tide

PICK AND MIX theory

David Gauntlett's theory that individuals construct their own identities by selecting and combining elements from various sources.

Stereotypes

Simplified and generalized representations of a group or category, often used in media to reinforce power dynamics.

Cultural hegemony

Dominance of a particular culture or group's values, beliefs, and practices over others.

Z shape composition

The arrangement of elements in a print media advertisement that follows a "Z" shape pattern, which is commonly used in advertising.

Direct address

A communication technique in which the message is directly aimed at the audience, often used to attract their attention.

Collective identity

The shared sense of belonging and common characteristics among a group of people.

Assumed acceptance

The belief that a certain product or brand is widely accepted and used by a particular group.

Copy

The long-form text in an advertisement that provides a selling paragraph or description of the product.

Slogans

Catchy and memorable phrases used in advertising to promote a product or brand.

Superlatives

Words or phrases that express the highest degree of a quality, often used in advertising to emphasize superiority.

Tripling

The repetition of a phrase or idea three times for emphasis or persuasion.

Hyperbole

Exaggerated statements or claims not meant to be taken literally, used to create emphasis or impact.

Intertextual reference

A reference to another text or work, often used to evoke certain associations or meanings.

Visual codes

Elements or symbols in an image that carry meaning and convey messages to the audience.

Construction view

A portrayal or representation of how life should be, often used to shape societal expectations and norms.

Representation theory

Stuart Hall's theory that stereotypes are used in media to maintain hegemonic power and reinforce negative perceptions of certain groups.

Costume and gesture codes

The clothing and body language used in an image or advertisement to convey specific meanings or roles.

Symbolic code

The use of symbols or signs to convey meaning or represent abstract concepts.

Semiotics

The study of signs and symbols and their use in communication.

Reception theory

Stuart Hall's theory that the meaning of a media text is not fixed, but is actively constructed by the audience based on their own experiences and interpretations.